May 08: The Australian wine brand Jacobs Creek, the biggest selling foreign wine brand in India, has launched a new ad for the 10th edition of 2018 season of MasterChef, with Jacob's Creek as the show's first ever exclusive wine partner focusing on the Barossa Signature range as the "the wine that pairs perfectly with food”, writes Subhash Arora who feels it might not be aired in India unless they plan to import this higher quality product and if it is acceptable under current advertising laws
The 10th season of MasterChef Australia was launched last night with Jacob's Creek as its first-ever wine partner and the Ad showing Jacobs Creek Barossa Signature range pairing well with food served at MasterChef Australia.Jacob's Creek has revealed the details of its partnership with Network Ten’s MasterChef Australia as the exclusive wine partner for 2018, a first for the TV show in its 10-year history, according a to a Report
To promote the partnership, the new TV ad will be played throughout the season. It focuses on the brand's Barossa Signature range as "the wine that pairs perfectly with food". The partnership sees the Barossa Signature included within each episode, included in overall cooking and meal occasion for both the chefs and service challenge dinners.
The integration will also includes one full episode produced completely at the home of Jacob's Creek in Barossa, with winemakers taking the contestants through the brand’s historic heritage vineyard and award-winning cellar door.
“Jacob's Creek is thrilled to be working with MasterChef Australia. As a globally renowned food platform, the show is strongly aligned to our brand and what it means to share a meal with good friends, exceptional wine and delicious food," Pernod Ricard Australia marketing director Eric Thomson says. “A wine steeped in over 170 years of history and the number one bottled wine in Australia, Jacob's Creek has a long-standing position as the wine Australians love to share together over a meal with family and friends. The Barossa Signature wines are truly for food lovers with a range of reds and whites that will suit any culinary creation by home kitchen MasterChefs. ” he adds.
It is doubtful if the Ad will ever be aired in India where advertising in liquor is banned but only surrogate advertising works. Jacobs Creek’s ‘Made by Australia’ campaign on TV in India a couple of years ago would have cost them a pretty packet but one wonders if it had any impact on the branding or sales.
It should also be pointed out that the Ad features ‘Barossa Signature’ labels which are exclusively from Barossa Valley and cost upwards of US $12 .What is imported in India is their ubiquitous basic varietal that retails for $7. (Source Wine-Searcher.com)
Therefore, it might not make sense to advertise a product, assuming it is acceptable as surrogate advertising, which is not available in India yet- OR they might consider importing the better product in the higher quality niche market.
Time will tell...
Subhash Arora
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